At a time when most home improvement brands chase scale through speed and discounts, one Kerala-based startup is choosing a slower, deeper path one rooted in wellness, craftsmanship, and conscious living. TERRAKRAFT, India’s first wellness-driven wooden flooring brand, is building not just floors, but a movement that seeks to transform homes into healthier, more mindful environments.
Founded by Capt. Joe Ranji, a former Merchant Navy Master Mariner turned entrepreneur, TERRAKRAFT has emerged as a quiet but significant disruptor in India’s flooring industry. What began as a personal vision to integrate nature, health, and design into everyday living has evolved into a DPIIT-recognized startup that now boasts over 7,000 completed projects across India and growing demand across both northern and southern states.
From Oceanic Journeys to Grounded Wellness
Capt. Joe Ranji’s transition from commanding ships to crafting interiors may seem improbable at first glance. But as he tells it, the leap was always guided by one core value legacy built on purpose.
“After years at sea, I realized that true leadership is about grounding dreams into reality creating something that lasts beyond you,” said Joe. “With TERRAKRAFT, we’re doing exactly that by reshaping how India looks at its homes, beginning from the very ground we walk on.”
TERRAKRAFT’s central proposition is simple but powerful: flooring should contribute to wellness, not just aesthetics or durability.
Flooring That Heals and Harmonizes
In a sector long driven by cost and convenience, TERRAKRAFT’s offering is rooted in health science, design thinking, and sustainability. Their floors are low-VOC, hypoallergenic, and anti-static, designed not only to beautify interiors but to promote indoor air quality, comfort, and peace of mind.
The company’s “Step Into Wellness” campaign epitomizes this mission. Far from a typical marketing effort, it includes educational eBooks, personalized consultations, and WhatsApp/email guides to empower customers in making informed decisions about their flooring. The campaign encourages architects, developers, and homeowners to see floors as integral to overall well-being like clean air, natural light, or ergonomic furniture.
A Full-Stack, Customer-First Model
Unlike many material providers that stop at product delivery, TERRAKRAFT has built a 360° experience that spans consultation, installation, and post-sale support. It has launched two experience centers in Kerala and Himachal Pradesh, with plans to open eight more outlets across Kerala and Tamil Nadu in the coming months.
Further distinguishing itself, the brand is investing in an e-commerce platform with AR visualization tools, making it easier for users to preview flooring in their own spaces before committing to installation. This digital leap, combined with TERRAKRAFT’s affiliate model, is expected to bring their offerings to a broader national and eventually global market.
Building with Values, Not Just Materials
Beyond product innovation, TERRAKRAFT’s core identity is defined by its human and eco-conscious approach. Through its TERRAKRAFT University initiative, the company is training local artisans in safe and precise installation techniques, creating not just jobs, but skilled livelihoods. This focus on community development is central to its scaling strategy.
“Our floors are built not just for homes, but by the hands of people we empower through craftsmanship,” Joe explains. “We’re creating wellness at every level from the customer to the community.”
Sustainability is another cornerstone. TERRAKRAFT uses ethically sourced wood, aims to reduce its ecological footprint, and chooses production processes that align with environmental best practices. Each product is evaluated for both human-friendliness and planet-friendliness, setting a new bar for the Indian building materials sector.
Eyes on Expansion and Innovation
With over 2 million square feet installed, TERRAKRAFT is now gearing up for its next chapter. The company is preparing to raise ₹9 crore in funding to accelerate retail and digital expansion, invest in R&D for alternative eco-materials, and fuel its ambitions of becoming a global leader in wellness-focused flooring.
Plans are underway to broaden the portfolio to include health-friendly alternatives to conventional laminates and vinyl, integrating smart technologies for climate-sensitive and allergen-reducing flooring.
Capt. Joe envisions TERRAKRAFT as not merely a flooring company but a wellness design brand, where materials, people, and the planet coexist in harmony. “We want to create a world where stepping into your home is like stepping into wellness,” he says.
A Brand Rooted in Purpose, Poised for the Future
TERRAKRAFT’s impact is visible in homes, wellness studios, and commercial spaces that now prioritize indoor health as much as style. As the global conversation around sustainable living continues to evolve, the company’s approach merging emotional design with environmental responsibility is gaining resonance.
By positioning flooring as the literal and figurative foundation of healthy living, TERRAKRAFT is redefining the category itself. In doing so, it invites Indians to rethink not just what they build, but how they live.
From ocean captain to wellness crusader, Capt. Joe Ranji is proving that transformational change doesn’t always come from the top down it can begin from right beneath our feet.
